My keynote presentation to be delivered in Minneapolis on Oct. 24 at HealthCamp Minnesota (#HCMN)

1. 5 Theses on Social Media in
Healthcare and Case Studies to
Prove Them
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
Healthcamp Minnesota
#hcmn
October 24, 2009

2. About Lee Aase (@LeeAase)
• B.S. Political Science
• 14 years in politics and government at
local, state, national levels
• Mayo Clinic since April 2000
− Media relations consultant
− Manager since 2004
− Media Relations/Research Comm
− Syndication and Social Media

3. Agenda
• What’s unique about healthcare and
social media?
• Mayo Clinic’s social media experience
• Downsides of social media? Or at least
unforeseen implications?
• Ideas for pushing the envelope

4. 492 Years Ago Next Saturday

5. Five Social Media Theses
• Social media are the defining trend in
communications in the 21st century
• Social media will dramatically affect every
industry
• Hand-wringing about merits and dangers
of social media is unproductive
• Healthcare organizations should
thoughtfully engage with social media
• Social media tools offer unprecedented
opportunity for transformational change

6. Is Healthcare Unique?
• “You’re unique...just like everyone else”
• Healthcare: less unique than you think

7. Low-Tech Social Media
http://tinyurl.com/32xbjx

8. Dizzy Dean’s Philosophy:
“It ain’t braggin’ if you can back it up.”

9. It’s not braggin’ when
other people say it...
• 91 percent of patients surveyed say
they have said “good things” to an
average of 40 people following a Mayo
visit
• 85 percent say they recommended
Mayo to a friend
− Advised an average of 16 to come
− 5 actually came

10. Sources of Information Influencing
Preference for Mayo Clinic
Word of mouth 84
Stories in the media 57
MD recommendation 44
Advertising 27
Internet/Websites 26
Personal experience 24
Mailings to home 18
0 20 40 60 80 100

11. Mayo Clinic Medical Edge
News Media Syndications

12. First Foray in New Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.

13. Step 2: More, Longer Podcasts

18. Total Cost for Mayo Clinic
Facebook, YouTube and Twitter
$0.00

19. Key Tool: Flip Video Camera*
• Affordable for all campuses (and you)
• Recording interviews (with tripod)
improves existing processes
• Authenticity without writer’s cramp
• Provides potential blog resources
− Audio of full interview
− Video excerpts
• Limited group of video editors to ease
adoption, ensure quality

20. Cost for a Standard Definition
Flip Video Camera
$150.00
HD available for an additional $80

21. podcasts.mayoclinic.org

22. newsblog.mayoclinic.org

23. sharing.mayoclinic.org

24. Yearly Cost for a
Customized Blog
$75.00

25. Healthline becomes
Medical Edge Weekend
• Host is Mayo Clinic M.D. with 20 years
local radio experience
• Previous syndication not feasible
− 1999: Unlikely profitable
− 2008: $20K/month unavailable
• Opportunity for creative application of
social media tools

26. The DIY Syndication Plan
• Production continues at KROC-AM
• Segments delivered to affiliates as
mp3 files for next week’s broadcast
• Topic for live production posted to
blog, promoted via Twitter
• Listen live through audio stream from
flagship station
• Podcasts posted 9 days later

27. Official Launch Last Month
• Already a “win”: formerly local
program now on >10 stations,
including international
• Gradual growth is practical because
costs are nearly $0.00
• Unbridling a physician’s passion
• Significant new social media content
• Questions “tweeted” from four
continents

29. Five Practical Case Studies

31. A Story from Facebook...

35. Tamiko says...
“I’ve had lots of people ask me about the
YouTube video and I’ve told at least 30
people they should go to Mayo. ”

37. VVP for Philadelphia Phillies

40. A Story from Twitter

42. Ensuing Conversation

44. The Octogenarian Idol Story
• Alerted to interesting video of elderly
couple playing piano in Gonda atrium
• Video shot by another patient and
uploaded to YouTube by her daughter
• Video had been seen 1,005 times in six
preceding months since upload
• Embedded in Sharing Mayo Clinic,
posted to Facebook, Tweeted on 4/7/09

45. The next day...

46. Six days later...

47. April 22

48. Sunday, May 3

51. May 4

52. Cinco de Mayo

53. May 10

55. May 11

56. May 12

57. May 15

58. Early Morning May 26

59. May 26, 2009: Live in Studio
Good Morning America

61. Results to Date
• More than 4.7 million views on YouTube
• More than 1.4 million views on Sharing
Mayo Clinic
• Before posting to Sharing Mayo Clinic:
1,000 views in six months
• After posting, Facebooking and
Tweeting: 5,000 views per hour

62. Lessons
• Your mileage may vary, but...
• You’ll go a lot farther if you get a car.

63. What are the Downsides?
• Simplicity and low cost means anyone
can publish or broadcast
• “Filter then publish” replaced by
“publish then filter”
• What does it practically mean?
• Thesis #3: Hand-wringing about merits
and dangers of social media is
unproductive

65. Ideas for Pushing the Envelope
• On-line chats about research findings
replacing surgical tweets
• Disease-oriented bloggers receiving
journalist-level access to embargoed
research findings
• Enhanced collaboration inside and
among organizations

66. A Personal Patient Perspective
• Mysterious anemia
• Good News/Bad News
• Tweeting the diagnosis
• Immense response
• Practical support

67. Applying Patient Perspective to
Research Promotion

68. Applying Patient Perspective to
Research Promotion

70. “Kids will take a chance.
If they don’t know,
they’ll have a go.”
-- Sir Ken Robinson, TED 2006

71. “Your kids aren’t
smarter than you are.
They’re just not
afraid to look dumb.”

73. If you have an iPhone, Let’s Bump!

74. If not, contact me by...
• Googling Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• Continue conversation at #ePatCon
(Twitter) or via SMUG comments